IMPACT OF SOCIAL MEDIA OPINION LEADERSHIP AND AFFECT ON PRODUCT PURCHASE DECISIONS

摘要

Social networking sites are expanding into and using an increasing array of shopping services for enhancing their business model. Understanding how to provide and improve upon these online shopping services is imperative. Understanding the role of online product reviews and the effect of the use of social media tools is important. A conceptual model explaining social networking site usage and purchase decision influence of social media is developed. The survey results provide support for the effects of TAM factors on social media opinion leadership and affect, which in turn, result in increased social media usage and product purchase decision influence.